Marketing by Mode Express Bus Service. Doris Williams, Marketing and Communications, Broward County Transit

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1 Marketing by Mode Express Bus Service Doris Williams, Marketing and Communications, Broward County Transit

Background January 2010 95 Express Pembroke Pines CB Smith Park to downtown Miami via I 95 January 2011 95 Express Miramar

Avenue via I 595 595 Express Sunrise to downtown Fort Lauderdale via I 595 30 minute Weekday Service AM and PM Peak Hours

2 Background January Express Pembroke Pines CB Smith Park to downtown Miami via I 95 January Express Miramar Miramar Towne Center to downtown Miami/Civic Center via I 95 May Express Sunrise to downtown Miami/Brickell Avenue via I Express Sunrise to downtown Fort Lauderdale via I minute Weekday Service AM and PM Peak Hours Park and Ride lots Premium Bus Fares Wi Fi Funded by Florida Department of Transportation, as part of the managed lane projects.

3 Target Audience Choice Riders Choose to take public transit Have commuter options (cars)

4 Who Are Our Choice Riders? Source: May 2010 Onboard Surveys 95 Express Bus Passengers Conducted by Kimley Horn and Associates, Inc.

5 Choice Riders Age

6 Choice Riders Income

7 Choice Riders Gender

8 Choice Riders Reason for Riding

9 Choice Riders Vehicles Available

10 Choice Riders Mode of Payment

11 Fixed Route System Survey Almost 75% were between 23 and 54 years old. Around 10% were under 17 and only 7% were over 65. Low household income with over 65% of passengers reporting less than $20,000 per year. Only 15% reported more than $40,000 per year. Almost 45% did not own a car. Work is the most common trip purpose (60%), followed by school and personal business. Source: Comprehensive Operational Analysis, March April 2010 Transportation Management and Design, Inc.

12 Branding the Service New fleet Express bus service logo Bus stops/signage Web information pages hosted by BCT and FDOT Premium bus pass

13 Fleet Upgrade New, 62 articulated and 42 hybrids Wi Fi accessible Power outlets at passenger seats Increased seating capacity High back seats

14 Marketing to Workplace Destinations Target major employer sites Host on site transit information events Employee newsletters/posters/e mail blasts Human Resources Personnel Survey employees Emergency Ride Home

Marketing Campaigns Radio morning and afternoon peak traffic hours Newspaper business section; front page post notes Online ads on travel, sports, news, business pages DMV

15 Marketing Campaigns Radio morning and afternoon peak traffic hours Newspaper business section; front page post notes Online ads on travel, sports, news, business pages DMV video billboards (geo target locations) Employer/Employee pre tax benefit program print/direct mail Outdoor billboards on express bus highways Direct mail with partner cities

16 Marketing Transportation Prepared by: HART Marketing/Communications Department June,

17 It All Started on a Bus Year One 2

18 It All Started on a Bus Year One 3

19 It All Started on a Bus Year Two 4

20 5

21 Contents 1. It All Started On a Bus Cause Marketing 2. HART 3. Fixed Routes Profile* 4. Opportunity Demographics* 5. Marketing HART It All Started on a Bus Cause Marketing *Population data obtained from the 2010 Census SF1. Income data obtained from the 2009 American Community Survey. 6

Ridership by Service Type 16,000 14,000 12,000 10,000 11,748 100% 12,679 100%

13,304 11,774 10,913 11,361 11,857 93% 93% 93% 93% 92% 235 271 277 407 399 2% 2%

22 Ridership by Service Type 16,000 14,000 12,000 10,000 11, % 12, % 12, % 12, % 14, % Ridership (000) 8,000 6,000 4,000 2,000 13,304 11,774 10,913 11,361 11,857 93% 93% 93% 93% 92% % 2% 3% 3% FY07 FY08 FY09 FY10 FY11 Fiscal Year Streetcar Paratransit Vanpool Express Local 7

23 Service Area Most of Hillsborough County 1,000 Square Miles Almost the size of Rhode Island 8

24 TECO Line Streetcar System 2.7 Miles 9

25 Five Flex Zones Van Service 10

26 12 Express Routes 11

27 28 Local Fixed Routes 12

28 Approximately 3,350 Bus Stops 13

29 620 Bus Shelters Approximately 1 in 6 Bus Stops have Shelters 14

30 Total System HART System FY2011 Ridership 14.2 Million Square Miles 1,000 Streetcars 9 Buses 177 Vans 46 Express Routes 12 Local Fixed Routes 28 Bus Stops ~ 3,350 Bus Shelters

31 Fixed Routes Profile Demographic HART Buffer Zone* Population 421,840 Adults, Age % HH Size: 2 or Less 59.5% HHI < $40k 52.5% Ethnicity** White 61.1% Black 27.0% Culture** Hispanic 28.5% *Buffer Zone = ¼ mile around all HART fixed routes. **Note: Hispanic is considered a culture and not an ethnicity in 2010 US Census) 16

32 Opportunity Demographics Demographic Fixed Routes Profile* Hillsborough Co. Demographics Index: Fixed Routes Profile vs. Hillsborough Co. Demographics Population 421,840 1,229, Adults, Age % 50.4% 112 HH Size: 2 or less 63.9% 59.5% 107 HHI < $40k 52.5% 40.4% 140 Race** White 61.1% 73.6% 83 Black 27.0% 17.2% 157 Culture** Hispanic 28.5% 24.9% 114 *Buffer Zone = ¼ mile around all HART fixed routes. **Note: Hispanic is considered a culture and not an ethnicity in 2010 US Census. 17

33 Opportunity Markets: Summary General Market Demographic: Adults (Index: 112) HHI < $40k (Index: 140) Niche Markets African American, or Black (Index: 157) Culture: Hispanic (Index: 114) Different Targets have Different Behavior Patterns Knowing the Riders and Opportunities ensure marketing efforts are cost-effective and cost-efficient 18

34 Activities Television: Reached 33.5% of A25-64, or 724,911 A25-64, an average of 3.1X over the course of 4 weeks WEDU/PBS Station: Underwrote Freedom Riders Movie for the second year. Others programming included: Underground Railroad, African American Lives, Daisy Bates during January/February Bookmarks: Over 1,700 distributed throughout Hillsborough County Libraries, After School Programs, Community Relations Outreaches HART signature block : approximately 30,000 primary s over the course of a month (does not count viral s, or secondary s) Florida Sentinel Bulletin: (historic newspaper in the African American Community): circulation 23,000 Icecream Magazine:(predominately African American): circulation 30,000 19

35 It All Started on a Bus Four :15 (fifteen second commercials) 1. Airplane Local Tampa Freedom Rider, Kredelle Petway 2. Local Tampa Freedom Rider, Dr. Bernard Lafayette, Jr. 3. Dr. Ray Arsenault, Local USF Professor, author of Freedom Riders 1961 and The Struggle for Racial Justice 4. All three together 20

36 PROMOTING REGIONALISM Presented by: Victor O. Garcia, Corporate and Community Relations Liaison South Florida Regional Transportation Authority

37 Scope of Work 5-Year / $500,000 Annual Budget Bitner Goodman, agency of record Increase visibility and ridership Community Partnerships, Promotional Campaigns, Special Events, etc. Promote Regionalism

38 SFRTA Branding Special Events Campaigns Communications Public Relations Street Team Promoting Regionalism

39 SFRTA Branding On July 1, 2003, the Tri-County Commuter Rail Authority (Tri-Rail) is transitioned to the South Florida Regional Transportation Authority by legislation passed by the Florida House of Representatives and Senate and signed into law by Governor Jeb Bush

40 Marketing Budget SFRTA Branding 2012 Job Fair Special Events Rail Fun Day / South Florida Kids Got Talent Senior Idol Campaigns Connecting You To More Places Get S.M.A.R.T. Go For The Gold

41 Marketing Budget SFRTA Branding 2012 Job Fair Special Events Rail Fun Day / South Florida Kids Got Talent Senior Idol Campaigns Connecting You To More Places Get S.M.A.R.T. Go For The Gold

42 Marketing Budget SFRTA Branding 2012 Job Fair Special Events Rail Fun Day / South Florida Kids Got Talent Senior Idol Campaigns Connecting You To More Places Get S.M.A.R.T. Go For The Gold

43 Marketing Budget Cont d Communications Newsletters Smart Phone App Public Relations Marlins Marketing Street Team Miscellaneous Banners, Displays, etc.

45 Marketing Budget Cont d Communications Newsletters Smart Phone App Public Relations Marlins Marketing Street Team Calle Ocho Jazz in the Gardens Delray Beach Art Festival

46 Marketing Budget Cont d Communications Newsletters Smart Phone App Public Relations Marlins Marketing Street Team Calle Ocho Jazz in the Gardens Delray Beach Art Festival

47 Contact Us SOUTH FLORIDA REGIONAL TRANSPORTATION AUTHORITY 800 NW 33rd Street, Pompano Beach, FL /

APPENDIX B - GLOSSARY FEBRUARY 2017

APPENDIX B - GLOSSARY FEBRUARY 2017 DENVERMOVES Transit Denver Moves: Transit - ii - APPENDIX B TRANSIT AND MOBILITY GLOSSARY Amenities, stop or station: Objects or facilities (such as a shelter, bench,